Needs Based Digital Marketing
When you boil it down to its essence, consumer behavior is dictated by needs and wants. Consumers very rarely buy something solely because of their demographics.
In other words, demographics help us form a picture of who a consumer is who buys a product, but almost never do they tell us why.
This post by Jolina at the Online Marketing Blog talks about moving from targeting Demographics to something called “Momentgraphics” in digital marketing. She also provides a good example of what this means:
“Momentgraphics focuses on the periods of time in which we need to target prospects. For example, someone searching for the phrase ‘cold medicine that works in less time’ is the prime target for a company producing cold medicine. The demographics of that person are irrelevant because we know they are in a ‘target moment’ making them the target market. “
While I think “momentgraphics” seems kind of kludgy as a term, the idea behind it is sound, since it brings traditional needs based consumer insights to the digital immediacy of search engine marketing.